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Eminem vs. Swim Shady: Inside the Global Trademark Battle Over the Iconic Rap Moniker

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Australian beach startup Swim Shady is currently locked in a multi-country trademark war with Eminem, with a major hearing set to take place on April 1st. Em argues that the brand’s name is “confusingly similar” or even “legally identical” to his famous Slim Shady persona. He is currently challenging the company’s right to use the name on products like beach canopies, umbrellas, towels, and clothing across Australia, the US, the UK, and Japan.

In Australia, the situation is coming to a head this week. While IP Australia initially accepted Swim Shady’s application in August 2025, Eminem filed an opposition shortly after. The upcoming hearing involves a bold move by the startup to cancel two of Eminem’s own trademarks—”Shady” and “Shady Limited”—claiming he hasn’t actually used them.

The battle is just as intense overseas. In the United States, Swim Shady managed to register their trademark in September 2025, but Eminem has already filed to have it cancelled. In response, the company has asked US officials to pause that case until the Australian dispute is settled. Meanwhile, evidence is being filed in the UK, and Japanese authorities are currently weighing the merits of Eminem’s challenge against the brand’s existing registration there.

Co-founder Jeremy Scott told Rolling Stone AU/NZ that the company was started to provide simple, portable sun protection and that they remain committed to global growth despite the litigation. This isn’t Eminem’s first trademark rodeo; he has previously taken legal action against brands like “Shadzy” and “Shady Character,” and is currently in a legal tiff with Real Housewives stars Gizelle Bryant and Robyn Dixon over their “Reasonably Shady” podcast.